Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.

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2018 GOLD

The Power of SHE

Companies with women in leadership perform better, but women are underrepresented. On International Women’s Day 2017, State Street Global Advisors placed Fearless Girl in New York’s financial district to ignite a conversation about the power of women in leadership. She generated over a billion impressions on Twitter in the first 12 hours. In three days she drove average daily trading volume of the SHE fund up 384%.

Brand:
State Street Global Advisors

Client:
State Street Global Advisors

Agency:
McCann New York

2018 SILVER

White Hats Wanted

Cyber-attacks are wreaking havoc in the United States. As the largest military branch, the Army is responsible for defending Americans from all kinds of threats including cyber attacks. But to do so, they need to attract the few recruits with elite hacking skills.
“White Hats Wanted” used a conventional TV ad as a magnet via a coded message that only a skilled hacker would spot. The campaign drew over 1 million hackers into an online vetting process that led to only qualified prospects contacting Army Cyber Command.

Brand:
U.S. Army

Client:
U.S. Army

Agency:
McCann New York

2018 BRONZE

Down Syndrome Answers

When parents learn their unborn child has Down syndrome, they have about 10 days to decide whether to keep the baby or not. Parents turn to Google with questions. To answer them, we had the real experts answer them: people living with Down syndrome every day. Down Syndrome Answers is a search-based video series answering the 40 most Googled questions about Down syndrome. Using AdWords and SEO, we intercepted a niche audience, drove 240,000 video views, increased site traffic by 161%, and created an always-on searchable resource for parents.